Namratha brings over 20 years of market research experience, leading key initiatives across BPO, AI, and Analytics. She oversees a portfolio of 20+ reports, heads India Research, drives thought leadership, and represents a 100-member research team on the Senior Leadership Council.
In an insightful interaction with Women Entrepreneurs Review Magazine, Namratha shares her perspective on the evolving research and insights landscape in India amid digital transformation, highlighting the need for human-centric approaches, redefined CX strategies, and new KPIs in an AI-driven business environment.
How is the current research and insights landscape evolving in India, particularly with the surge in digital transformation?
With over two decades in the field of research, one thing has remained clear to me—this is a discipline that continues to evolve. Research is a continuous journey of discovery, where knowledge can become obsolete in no time. The critical dimension that continues to challenge us is Technology.
Technology is reshaping not only how we gather and analyze information but also how we engage with research itself. The speed of innovation demands that we stay ahead of the curve, constantly learning and adapting to new tools, methodologies, and insights. As artificial intelligence becomes an integral part of the research landscape, we find ourselves not just discussing the co-existence of humans and AI we are living it.
The challenge lies in striking the right balance: leveraging technology while ensuring that human expertise remains at the core. True value in research comes from the ability to synthesize data, interpret trends, and provide meaningful insights. In this era of disruption, staying relevant means embracing change, mastering new skills, and, above all, remaining curious.
In a world driven by AI and automation, how can businesses ensure their market research methodologies remain human-centric while leveraging emerging technologies for deeper consumer insights?
In market research, the insights provided by analysts remain irreplaceable. In-person interactions and qualitative analysis are fundamental not just for research accuracy but also for building meaningful client relationships. While technology continues to reshape the industry, the key is to integrate AI and automation in ways that enhance, rather than replace, human expertise
AI today has the power to process vast datasets, automate data collection, and significantly improve data visualization. Advanced AI tools can generate reports and presentations in minutes an essential aspect of market research deliverables. These efficiencies allow researchers to focus more on interpreting data rather than spending time compiling it.
However, despite these advancements, the human element remains crucial. Clients seek more than just data; they value expert analysis, real-world context, and the nuanced understanding that only human researchers can provide. There are critical knowledge elements such as cultural insights, industry experience, and the ability to read between the lines that AI simply cannot replicate.
The future of market research lies in a balanced approach leveraging AI to optimize processes while preserving the human expertise that turns raw data into actionable insights. It’s not about choosing between technology and people but using both to elevate the quality, speed, and impact of research.
With rapid changes in customer experience expectations, how should organizations redefine their approach to CX research to maintain relevance?
With customer expectations evolving at an unprecedented pace, organizations must adopt a more agile, data-driven, and customer-centric approach to CX research. To maintain relevance, it would be beneficial to shift from traditional, periodic studies to real-time, continuous listening mechanisms that capture evolving customer needs.
CX research must prioritize direct engagement with customers by understanding their pain points, preferred engagement channels, and success metrics. Organizations should leverage advanced analytics including sentiment analysis, predictive modeling, and AI-driven insights to proactively anticipate shifts in behavior rather than react to them.
Moreover, technology adoption in CX research is critical. Companies must integrate omnichannel listening tools, social media analytics, and AI-powered surveys to stay ahead. By combining deep qualitative insights with advanced data analytics, organizations can make quicker, more informed decisions and create CX strategies that are not just reactive but future-ready.
As the demand for real-time competitive intelligence grows, what innovative methodologies can research leaders adopt to stay ahead in an increasingly saturated information ecosystem?
Bring Value-Add to your clients. As an analyst, bringing expertise to clients is essential by providing meaningful insights that support their strategic and competitive goals. In an era where AI and human intelligence coexist, analysts must focus on adding a human touch offering unique perspectives and deeper context that technology alone cannot provide. This differentiator establishes analysts as true strategic partners.
Create a compelling Differentiation Research should directly address client needs and challenges. Companies must cultivate deep subject matter expertise, remain agile in adopting new technologies, and respond quickly to market trends. Developing in-house data capabilities, fostering a client-centric approach, and positioning the company as a thought leader are crucial for standing out in the industry.
Investment in People – Analysts are the backbone of market research firms, serving as key value creators. Their knowledge, expertise, and insights are irreplaceable in delivering high-quality research. Investing in analysts' skills and subject matter expertise is essential for shaping impactful and credible research.
As a leader shaping the next wave of research-driven strategy, what new KPIs should organizations consider beyond traditional research success metrics?
As technology evolves and AI plays an increasingly vital role in the market research industry, skills such as domain expertise, data interpretation, effective technology utilization, interpersonal skills including articulation, communication, and decision-making have become more essential than ever.
Above all, analysts must cultivate a curious mindset, which is crucial for conducting successful research and fostering adaptive learning.
